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Bridging the Divide : Western Development and Chinese Culture. Richard Tsao – Managing Director Jean-Francois Vallee – Technical Production Manager Ubisoft Chengdu March 2010. www.creatorsofemotion.com. …a future leader in the online game industry? . www.creatorsofemotion.com.

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Bridging the Divide : Western Development and Chinese Culture

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Bridging the Divide: Western Development and Chinese Culture

Richard Tsao – Managing Director

Jean-Francois Vallee – Technical Production Manager

  • Ubisoft Chengdu

    March 2010

www.creatorsofemotion.com


…a future leader in the online game industry?

www.creatorsofemotion.com


CHINESE GAME INDUSTRY

Consoles, PC Games and Piracy

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A 10-YEAR OLD INDUSTRY

Tencent, The9 & Shanda went public

Shanda become No.1

FANTASY WESTWARD JOURNEY

Perfect World &

Giant went public

ZT ONLINE

2004

2007

2010

2005

2000

2009

WORLD OF WARCRAFT

Shandastarted F2P

DUNGEON FIGHTER ONLINE

Tencentbecame new No.1

NetEase took over WoW

KING OF KING

1st MMORPG was born

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CHINESE GAME INDUSTRY

PC Online Games

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CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

  • Official number of

  • Online game player population?

69 million (through 2009)

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CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

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CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

  • 361 existing online games (Open Beta)

  • MMORPG vs. MMOothers = 79%vs. 21%

  • Top 3 players combined take up 52.9% market shares

DUNGEON FIGHTER ONLINE

AION, LEGEND OF MIR 2

WOW, FANTASY WESTWARD JOURNEY

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  • TOP 10 GAMES OF CHINA FOR 2009

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  • TOP 10 GAMES OF CHINA FOR 2009

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  • TOP 10 GAMES OF CHINA FOR 2009

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  • TOP 10 GAMES OF CHINA FOR 2009

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China’s past: A sign of the future

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CHINA’S PAST: A SIGN OF THE FUTURE

  • Release Date: Nov. 2008

  • Release Date: June 2009

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CHINA’S PAST: A SIGN OF THE FUTURE

  • Developer: Five Minutes (Shanghai)

  • Number of players: 23 million DAU through 2009

  • Not on Facebook: Chinese version at Renren.com, later got a port on Tencent’s Q-zone

  • Release Date: Nov. 2008

  • Release Date: June 2009

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WHAT IS CHINA’S CASUAL MMO

  • Micro transactions

  • Double Dragon

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WHAT IS CHINA’S CASUAL MMO

  • Micro transactions

  • NBA Street

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WHAT IS CHINA’S CASUAL MMO

  • Micro transactions

  • Mario Kart

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  • DEVELOPERS IN CHINA

  • More Than 160 Developers Nationwide

50+ Developers

(Perfect World & Changyou)

40+ Developers

(Shanda, The9, EA, Ubisoft & THQ)

30+ Developers

(Tencent, NetEase & Kingsoft)

20+ Developers

(Branches of major developers)

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DEVELOPERS IN CHINA

A few foreign developers

Focused on Western Market

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  • HOW TO LEARN FROM CHINESE GAME INDUSTRY?

Learn here first, and export best practices.

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China’s Culture

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  • CONFUCIANISM

  • Humanity

  • Rectification of names

  • Ritual

  • Perfect gentleman

  • Loyalty

  • Relationships

  • Filial Piety

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  • GUANXI - NETWORK

  • Connections

  • Balance

  • Favors

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  • MIANZI - FACE

  • Lose Face

  • Give Face

  • Save Face

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  • NEW INFLUENCES

  • One Child

  • New Influences

  • Catch up to West

  • Property Bubble

  • Consumerism

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Guidelines

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  • LEARN THE CULTURE

  • Mianzi

  • Guanxi

CONFUCIANISM

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  • SELECT YOUR EXPATS

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  • HIRING IS KEY !

Training is a must

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  • STRATEGY vs. TACTICS

Breaking Large Strategic Goals in small tasks no longer than 1 month

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  • MASTER COMMUNICATION WITH CHINESE

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Wrapping Up...

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  • ADVANTAGES

The future leader in online games!

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  • CASE STUDY – CHENGDU CITY

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  • CASE STUDY – UBISOFT CHENGDU

  • Work In Progress

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  • THANK YOU

谢谢

  • Q & A

richard.tsao@ubisoft.com

jean-francois.vallee@ubisoft.com

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Appendix

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  • KEY SOURCES

  • Internet and magazine articles

  • Books

  • Li Min “Hattie” – min.li2@ubisoft.com

  • Omar Bouali – omar.bouali@ubisoft.com

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HISTORY – ANCIENT

2100 BC – 221 BC

Source: Wikipedia

  • First dynasty: Xia

  • Mostly warlords waging wars

2100 BC

2010

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HISTORY – IMPERIAL

221 BC – 1911

Source: Wikipedia

  • Qin Dynasty –Unified China

  • Han Dynasty – Unified language

  • Three Kingdoms

  • Imperial rule ended by 1912

2100 BC

2010

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HISTORY – MODERN

1912 – Today

Source: Wikipedia

  • 1912 – Republic of China

  • 1949 – People’s Republic of China under Mao – Ctrl-Alt-Del

  • 1978 – Deng Xiao Ping in power

2100 BC

2010

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“I don't care if it's a white cat or a black cat. It's a good cat so long as it catches mice.”

Source: Wikipedia

Deng Xiao Ping

(1904-1997)

  • Opening Up

  • Socialism with Chinese characteristics

  • One Country, Two Systems

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COUNTRYANDPOPULATION

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COUNTRYANDPOPULATION

Source: PopulationData.net, 2010

Ranked by size

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COUNTRYANDPOPULATION

Source: PopulationData.net, 2010

Ranked by population

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ECONOMY

Source: World Development Indicators database, September 2009

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ECONOMY

Source: World Development Indicators database, September 2009

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ECONOMY

Source: http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)

List of countries by GDP (nominal)

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